US tour highlights Wrexham's stock higher than ever

ByIan Mitchelmore

BBC Sport Wales

As Wrexham unveiled their new 2026-27 home shirt while ringing the Nasdaq bell in New York's iconic Times Square, there was little doubt that the club's stock has never been higher.

Icons from the past such as Mickey Thomas, Steven Fletcher, Ben Tozer and Ben Foster were among those in The Big Apple proudly adorning the club's red jersey.

It formed part of the launch of their new home kit, complete with their newest sponsor - yet another global brand.

Which is all in keeping with their cross-Atlantic profile, one unlike any other in the Championship or even many in the Premier League.

"Each time Wrexham has come to the U.S., we've been blown away by the reception," co-owners Rob Mac and Ryan Reynolds told Sports Illustrated, external.

"The support has continued to grow, and it felt important to come back and connect with those fans in person."

The Red Dragons are more than halfway through their pre-season tour of the United States, the third time in four summers they have travelled across the Atlantic.

It is a far cry from the summer of 2021 - Phil Parkinson's first pre-season in north Wales - when Wrexham faced the likes of Burnley's Under-23s, Tamworth, a Fleetwood Town XI, Spennymoor Town and Curzon Ashton.

Just a week after the World Cup final was held in New Jersey, Wrexham's tour started in dream fashion as they earned an impressive 3-2 win over Premier League Leeds United at Raymond James Stadium in Tampa Bay, Florida.

A narrow 1-0 loss to Liverpool, Premier League champions in 2024-25, at New York's iconic Yankee Stadium followed - a defeat from which Wrexham will still take plenty of encouragement.

The Red Dragons round off the tour against Parkinson's former club Sunderland at Subaru Park - home of Philadelphia Union - in Chester, Pennsylvania on Sunday, 2 August (17:00 BST).

The eye-catching friendlies are the prime focus as far as football matters are concerned as Wrexham continue to build towards a level that will ensure they can compete for promotion next season.

But in terms of the bigger picture, it remains about growing Wrexham as a brand, and doing so on the back of the largest ever World Cup has been viewed as an opportunity that could not be missed.

The fact fans spotted Wrexham jerseys on sale next to those of Real Madrid in New York spoke volumes.

The squad themselves have been taken aback by the interest Americans have in the club.

"We had a bit of a break off and we went to the mall, we had a couple of young lads asking for pictures and stuff like that, so that was nice," defender Callum Doyle said.

The current tour once again highlights the club's significant appeal in the US.

Printers Alley sports bar, just a stone's throw away from where the Red Dragons launched their new kit, regularly show Wrexham matches and boasts former captain Neil Roberts as one of their previous customers.

"We get a loyal turnout for all Wrexham games, whether it's a 07:45am start or a midday start," said Eddie O'Doherty, the bar's manager.

On the eve of the contest with Liverpool, the bar also hosted around 200 Wrexham supporters for a special live edition of the Fearless in Devotion podcast.

"You can see how the Wrexham team have not only been winning on the field, but also winning over the fans, not just in New York City, but also worldwide," added O'Doherty.

"We are proud to be the New York City hub for the Wrexham team and fans from all over the world.

"It's been an honour for us to be a part of what Wrexham have built and are continuing to build, not just at home but on a worldwide level."

Glamour friendlies and huge commercial opportunities come with a crucial balancing act.

Wrexham will have clocked up almost 9,000 air miles, as the crow flies, on their US tour alone this summer.

That figure rises even higher when adding their trips to Poland and Finland to face Wisla Krakow and Manchester United respectively earlier in July.

The immense travel has already led Parkinson to suggest that his side's Carabao Cup first round contest at Middlesbrough on Friday, August 7 may act as a final warm-up test ahead of their Championship opener at Cardiff City on Monday, 17 August.

"We've said we've got to be realistic that that game (at Boro) is going to be the last pre-season friendly," he said after his side's 1-0 win against Manchester United.

"We're not going to be quite where we need to be with the travel, but we'll go there to try and get the result as we always do."

He added: "I'd never swap the experiences we've had, and that's what the club's been all about.

"But there's a balance as well. Going to America, of course, I think every manager would limit the travel time, but you've got to balance that off with the standard of games we're going to play out there and the training facilities, so we're looking at it as nothing but positive."

The obvious plus is that the touring has helped Wrexham achieve vast growth during the tenure of Mac and Reynolds as majority owners.

They have attracted additional investment from the Allyn family and Apollo Sports Capital to further enhance their global expansion.

Wrexham posted a club record revenue of £33.3m in 2024-25, when they were a League One team.

The United Kingdom was responsible for 40.5% of Wrexham's latest turnover, and the rest of the world, primarily North America, accounted for 57.7% of the revenue, thanks largely to the continued success of the Welcome to Wrexham documentary - which was recently renewed for three more seasons.

It only rubber stamps what the club already knew. The American market is both vast and vital.

Their revenue is expected to surge to between £46m and £50m for the year ending June 2026.

As for matters closer to home, Wrexham will appoint former Newcastle United chief Steve Nickson in a newly-created sporting director role later this year - a further show of their desire to progress.

Their iconic Racecourse Ground is also continuing to be upgraded, with the 7,500-seater Kop Stand due to be completed next year.

So there is no doubting that Wrexham are serious players when it comes to the global game.

Crucially from their perspective, their already sky-high stock is only continuing to rise.